What are some examples of sales marketing

5 agreements between sales and marketing for successful customer acquisition

Getting sales and marketing together peacefully is sometimes not that easy. But anyone who knows how to transform the old competition into a new cooperation can look forward to an increase in sales. We'll tell you what smarketing is and how you can use simple measures to achieve successful collaboration between sales and marketing.

In the context of digitization, the purchasing behavior of customers has changed fundamentally. They inform themselves online before making a purchase decision and attach great importance to individual benefits, modern service and simple and fast communication.

B2B customers are also increasingly looking for new business partners on the Internet.

It is also no longer a matter of course that prospective buyers automatically end up with sales first. This also no longer holds the monopoly on information about its customers.

Instead, a lot of customer-related information reaches the company via the marketing department, customer service and the various online channels. This happens, for example, through inquiries, requests or complaints that customers bring to the various departments.

The structures within your company must therefore be fundamentally rethought!

Smarketing: The connection between "Sales" and "Marketing"

The demands on companies when dealing with leads have increased. In order to meet the demands of modern customers, more and more B2B companies are relying on strong services and added value that strengthen customer loyalty even before purchasing a product or service.

This accompaniment of the customer in different phases of the buying process, ideally along the entire buyer's journey, can only succeed if the work processes of sales and marketing interlock smoothly. This is how sales and marketing become “smarketing”.

What is smarketing?

“Smarketing” describes the practical coordination process between your marketing and sales teams, which supports and improves the cooperation between both teams with targeted strategic measures.

But we all know the old dispute between sales and marketing. Marketing accuses sales of not converting leads into customers, and sales replies that the quality of the leads is just not good enough. The allegations usually look like this or something like that.

However, the numbers speak for themselves: According to a study by the Aberdeen Group (2011), companies that are already doing smarketing have an average of 32% more growth.

Up to 32% more growth with smarketing

The result is an increasing return on investment (ROI) in both departments - a clear win-win situation. So it is clear that the sales team and the marketing team have to become a smarketing force.

Sales goals are also marketing goals

Sales-increasing goals are already part of the marketing strategy in many companies. As the following graphic shows, marketing measures are intended to generate new customers, generate more sales among existing customers and achieve a positive return on investments. All sales-increasing marketing measures, the success of which is based on an effective strategy for cooperation between sales and marketing.

A strict separation of sales and marketing no longer works

While marketing is usually responsible for attracting attention and generating leads, it is the job of sales to convert those leads into customers and thus sales. Before a lead becomes a real customer, it goes through several stations within its buyer's journey.

The crux of the matter is often the transfer of the lead from marketing to sales. It is not uncommon for leads to get lost on their journey in a conflict of responsibilities.

Why? Marketing and sales usually enter the funnel at different stages, as shown in the graphic above. Marketing is usually located in the TOFU (Top of the Funnel). In the BOFU (Bottom of the Funnel), on the other hand, we find sales. In the middle, where the lead is handed over, there is unfortunately often a discrepancy.

In many companies, many salespeople also concentrate on specific industries or regions, for example. In the end, the individual departments often have different ideas about who the ideal customer is.

5 agreements: the service level agreement

In order to be able to offer the customer an optimally functioning purchase process, a so-called service level agreement (SLA) is agreed between the departments, which guarantees that no information about the customer is lost. This is an agreement that regulates and optimizes processes, lead evaluations and goals as well as handover regulations and responsibilities.

Important here: Sales and marketing agree on the content of the SLA so that there is little room for misunderstandings and the various empirical values ​​are equally taken into account.

But which agreements actually promote successful smarketing? Even if some content varies depending on the industry and individual requirements, these 5 components should definitely not be missing:

  1. Who are our buyer personas?
    What needs does our potential customer have and how do we meet them? Define personalized examples from your B2B target groups. Both teams should ultimately focus on these so-called buyer persona (s) and their pain points.
  2. Which criteria must an MQL (Marketing Qualified Lead) or an SQL (Sales Qualified Lead) meet?
    With the help of both teams, clarify which indicators are included in the assessment of MQL and SQL. Using what is known as lead scoring, you create a points system, taking into account demographic (explicit factors) and personal (implicit factors) characteristics and information.
  3. Common goals, timelines, handovers and quantity specifications
    When is marketing responsible and from which phase does sales take over? How high is the number of leads that marketing should hand over to sales and how much sales should sales generate from these leads? The more details are clarified in advance, the better.
  4. Establish uniform definitions
    In order to avoid misunderstandings, it makes sense to establish uniform definitions and terms in advance - especially for abbreviations. While marketing at ASP may be talking about an application service provider, sales can mean the contact person.
  5. Regular reports and feedback
    Are all goals achieved and the agreed specifications adhered to?
    If the teams find out about the results and experiences they have gained, it is a win for everyone involved - including the customer. A good method here is the concept of closed-loop marketing (marketing in a closed cycle - operational and analytical) in connection with CRM.

In addition to drafting a service level agreement, you can do other things to promote or support the success of your smarketing:

  • In order to collect and evaluate the wealth of information, it makes sense not only to promote the exchange between the two teams, but also for uniform systems, definitions and tools to care. Good CRM is fundamental here.
  • Regular meetingsIf possible in a relaxed atmosphere, promote harmony and cooperation. Just don't overdo it - meetings that are too frequent and therefore annoying can work in exactly the opposite direction.
  • Both teams have equally useful experience and expertise. Take care of one exchange, do not favor either team or be stingy with praise. A positive mood can only promote harmony.


Today's customer has requirements that you can only meet if two departments become ONE: smarketing. The overall development of inbound marketing shows how important the cooperation between sales and marketing is.

Setting common goals and looking in the same direction is fundamental. However, since it is sometimes difficult to combine sales and marketing, it is worth making a service level agreement - this prevents leads from falling by the wayside in the chaos of responsibilities or different definitions and evaluations.

Your ROI will thank you!